The Fine Bedding Company Interview With Claire Watkin (2024)

Now that we've looked at The Fine Bedding Company's legacy, let's consider some of its top-notch products and how the product development process works.

Which product would you consider your flagship or star product, and why?

"Our Night Lark coverless duvet collection has emerged as our standout product in recent years.

It has attracted a dedicated base of enthusiasts who appreciate its convenience – say goodbye to the hassle of changing the duvet covers on laundry day! This product appeals to a wide age range, from 9 to 90 years old.

Moreover, it's exceptionally soft, lightweight, easy to wash at home, and dries quickly.

We've also recently invested in a printing machine at our eco-friendly factory in Estonia, which allows us to offer a wide variety of stunning new designs for every season."

How do you ensure the quality, safety, and durability of your sleep products?

"By manufacturing in our own facility, we maintain strict oversight over our product quality testing. Additionally, we collaborate with a group of technical experts who participate throughout the entire product development cycle.

Our products undergo testing to comply with British standards and meet the OEKO-TEX 100 ^[2] criteria.

Part of our commitment to sustainability is to start offering warranties on our products' longevity, given the lengths we go to ensure they are built to endure.

We consistently test new product developments, conducting trials both in-house and with external parties. Our quality assurance teams, located in the UK, Estonia, and Shanghai, conduct thorough inspections on both components and the final products."

Do you have any upcoming products that you're excited to launch?

"We're developing new products in our range of specialist pillows, responding to the increasing interest of consumers who want to improve their sleep environments.

Our efforts are geared towards producing pillows that perform well, utilising quality materials such as naturally sourced latex while ensuring our sourcing methods minimise environmental impact.

As a supplier and expert in materials, we continue to explore innovations that prompt material developers towards improved practices, aiming to introduce these improvements into the market."

How do you come up with new products? What are the most essential steps in the development process?

"Our customers are our primary source of insight – we consistently review their feedback and strive to understand their needs and the sleep challenges they aim to address.

Extensive user testing is crucial, as truly understanding a new product requires spending several nights sleeping with our pillows, duvets, and mattress toppers.

Our strong, enduring, and sometimes exclusive partnerships with material developers and suppliers keep us at the forefront of advancements in fabrics and fibres.

We conduct impact assessments at the initial stages of product development, ensuring our decisions align with our sustainability goals and are designed to last into the future.

As a dedicated team of sleep innovation enthusiasts, we keep abreast of the latest health and design trends in the industry, attending international trade shows in New York, Germany, and London to continually inspire our next innovative idea."

How often do you update or refresh your product lineup?

"As an innovative company, introducing new products is central to our operations, encompassing market novelties or enhancements to existing top-sellers.

Our product launches coincide with the seasonal cycles of spring, summer, autumn, and winter, adapting to consumers' evolving sleep needs.

We take pride in our capacity to quickly embrace new technologies, boasting the flexibility and specialist knowledge to expedite product development whenever breakthroughs arise."

What sets your sleep products apart from others in the market?

"Our commitment to outstanding quality is well-recognised (take a look at our Trustpilot reviews for proof!), resulting in products renowned for their durability.

It's common for us to hear from customers who have enjoyed our duvets for more than 10 years!"

Are there any personal stories or experiences from the team that have influenced the creation or design of any of your products?

"Aware of the detrimental impact allergies can have on achieving restful sleep, we've observed a growing demand for effective allergy mitigation solutions.

In 2023, we introduced our Allergy Defense bedding range, recognising the scarcity of genuinely effective anti-allergy options in the market.

Many products claim anti-allergy benefits merely because they are washable. Our goal was to elevate the standard without resorting to harsh chemicals.

We are proud to have launched the UK's most sophisticated natural anti-allergy bedding solutions that also provide a superior sleep experience.

This plant-based technology is a first in the UK market and addresses the four most common allergens - dogs, cats, pollen, and dust mites."

There are many changes happening in the world - and the sleep industry is definitely affected as well.

What emerging trends in the sleep industry are on your radar, and how are you preparing for them?

"We've observed consistent growth in trends towards a greater demand for circularity in both retail and products, alongside a shift towards more conscious spending and a sustained focus on personal health and wellness, especially among our target demographic.

Our brands and products are strategically positioned to meet these trends, thanks to our long-standing commitment to these principles.

Focusing on circularity is crucial for us as we tackle some of the most significant challenges related to end-of-life solutions for bedding."

What is your long-term vision for The Fine Bedding Company in the sleep industry?

"Our ambition is to forge and promote a bedding industry that is not only responsible but also beneficial to the planet, contributing to the remedy of our society's widespread sleep deprivation.

We aim to offer consumers a sustainable alternative to disposable, poor-performing bedding options, while also raising awareness about the critical role of sleep in enhancing mental and physical health."

What advice would you give someone looking to invest in a quality sleep product for the first time?

"Start with getting the basics right.

Amidst the plethora of sleep technology, accessories, and high-end mattresses, the importance of quality bedding is frequently underestimated. Yet, the two crucial elements for a restful night's sleep - sleeping posture and body temperature - are significantly influenced by your choice of pillow and duvet.

Material innovation is ongoing, leading to the development of advanced performance fabrics designed to address specific issues, such as allergies or temperature regulation.

Investing time in researching to discover the bedding that best suits your needs is definitely worthwhile."

What do you find most rewarding about helping people sleep better?

"We love hearing from our customers.

The benefits of a good night's sleep are immeasurable, and our customers often share their positive experiences with great enthusiasm, championing our brand.

For us, the ultimate indicator of success is hearing how our products have enhanced our customers' sleep quality. As a small business deeply connected to our product development, it's incredibly rewarding to receive such positive feedback on our efforts.

Given the significant role of sleep in mental and physical well-being, and considering today's widespread issue of sleep deprivation affecting 30% of the population, providing effective solutions is crucial.

Being a positive force in addressing these sleep challenges is fundamental to our mission."

Customer service: To contact The Fine Bedding Company directly for complaints, support, or queries, please e-mail them at hello@finebedding.co.uk or complete their online contact form ^[8]. Customer service is available Monday - Thursday from 9 am to 5 pm and Fridays from 9 am - 3 pm.

Registered office: Cobra Court 10 Blackmore Road, Stretford, Manchester, M32 0QY